We’re living in an era where authenticity and personalised content have a huge impact on how brands are perceived and influence consumer decisions. This holds true for consumers in Singapore, who value genuine connections and respond positively to content that resonates with their preferences and interests.

Our 2-Day WSQ Copywriting and Content Writing course is designed for aspiring writers and anyone looking to master the art of copywriting and content writing. You will be guided on how to use digital storytelling to craft customised content that connects with your audience in a way that feels genuine while achieving your brand’s goals.

This copywriting course covers creating digital storyboards, incorporating SEO in your copywriting, using multi-channel content strategies, ethics and more, ensuring that your content and writing will be impactful and inspire action.

By the end of this content writing training course, you will be equipped to conceptualise and create ideas that resonates with your audience while achieving your marketing objectives.

Practical Assessment – Individual Project

e-Written Assessment –Short Questions and Answers

This Copywriting and Content Writing certification course is suitable for beginners with no prior experience and who are new to copywriting. This may include entrepreneurs, business owners, aspiring copywriters or content writers, and any individuals seeking to enhance their writing skills. These skills are not only vital for marketing and communication but also have broad applications across various facets of business and life.

2 days

19 hours

Module 1: Contents – The Foundation to Digital Marketing

• What type of business is yours?
• Types of Contents
• Evolving Needs of Contents

Module 2: Principles of Digital Storytelling

• What is Digital Storytelling?
• Importance of Narrative in the Digital Space
• Emotion and Engagement: Key to Successful Storytelling

Module 3: Evolving Preference in Contents

• How have customer preferences changed over time?
• Current Trends in Contents Consumption
• The Importance of Understanding Your Audience

Module 4: Conceptualising Content Ideas

• Matching Contents to Marketing Goals
• Brainstorming Techniques
• Customer-centric Content Creation

Module 5: Identifying Content Requirements

• Assessing Current Content
• Understanding Gaps in Content Delivery
• Tailoring Content to Customer & Potential Customer Preferences

Module 6: The Digital Storyboard Process

• What is a Digital Storyboard
• Importance of Planning & Visualising Content
• Steps to Create an Effective Storyboard
• Creating a Digital board

Module 7: Parameters of Delivering Content

• Content Length and Format
• Time and Platform Considerations
• Clarity and Engagement
• Visual & Audio Aids

Module 8: Features of Marketing Content

• Must-have Elements in Marketing Content
• Differentiating between Content Type
• Value-driven Content vs Promotional Content

Module 9: Modes of Content Delivery

• Websites, Blogs and Articles
• Social Media Platforms
• Emails and Newsletters
• Videos and Podcast

Module 10: Mapping Digital Storyboard

• Aligning Storyboard with Content Strategy
• Visual Representations & Flow
• Consistency in Storytelling

Module 11: Frequency of Delivering Content

• Importance of Staying Relevant
• Balancing Quantity vs Quality
• Understanding Customer Content Consumption Habits

Module 12: Determine Content Types and Styles

• Different Content Goals
• Using the Right Tone & Voice
• Adapting to Platform – Specific Content Styles

Module 13: Modes and Processes for Distributing Contents

• Choosing the Right Channel
• Automated vs Manual Distribution
• Evaluating Content Performance & Feedback

Module 14: Guidelines for Content Strategy Execution

• Setting Clear Goals & KPIs
• Maintaining Brand Consistency
• Regular Review and Iteration
• KPIs
• Why Guidelines are Important?

Module 15: Concept of Copywriting and Content Writing in Digital Marketing

• Definition of Copywriting
• Definition of Content Writing
• The Goals and Functions of Copywriting
• The Goals and Functions of Content Writing
• Email Marketing: Newsletters and Promotional Emails
• Video Scripts and Podcast Scripts
• Ebooks and Whitepapers
• The Synergy of Copywriting and Content Writing

Module 16: SEO in Copywriting and Content Writing

Module 17: The Role of Content in SEO

Module 18: Ethical Considerations and Copywriting Law

Hands-On Project-Based Assessment

• Case Studies Written Assessment
• Individual Project Presentation

Upon successful completion of the WSQ Copywriting and Content Writing course assessment, participants who have attended at least 75% of the course will receive a SkillsFuture WSQ Statement of Attainment (SOA) in Content Strategy under the Skills Framework, along with a Certificate of Achievement by @ASK Training.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4004-1.1 Content Strategy